Stress testing on the go premium make-up for Yves Saint Laurent
Photo by Fabian Albert on UnsplashThe challenge
Yves Saint Laurent had an innovative new premium on-the-go application mess-free foundation product which they needed to pilot and test for performance, aesthetic and premium.
They wanted to ensure the product exceeded user experience across a range of audiences, occasions and applications to ensure every aspect of the user journey delivered on the YSL premium expectation and that core innovation messaging piqued their target audience’s attention and desire.
Our approach
We recruited an online panel of 15 premium foundation users from a broad demographic for a five-day product trial via an online forum.
Via a structured online digital diary and probing we gained a daily view of product delivery and performance against a series of different on-the-go product application occasions and usages.
Having gained this individual input, we staged a series of online mini-groups with our user panel to dig into, expand and creatively explore USPs and issues emerging.
Results delivered
Insight gathered from our online panel gave clear direction on product improvements (dispense, application and formulation) as well as pointers on desired messaging and tips and pointers on optimum usage.
These were fed into onward product enhancement, launch comms, range and on-pack messaging strategy.
“We were so pleased with the way the in-home product test worked and with the feedback that we got from it. Really useful.”